Amazon released its mid-range to high-end Fire Phone in late-July 2014, looking to attract consumers to shop through Amazon's e-commerce platform with the phone's built-in Firefly technology, according to Digitimes Research.

Since the main battlefield for online and e-commerce businesses in emerging markets is likely to shift to smartphones in the next few years, Amazon can capitalize with the launch of entry-level Fire Phones or release of a Firefly application for other handsets to expand its online shopping business in emerging markets, according to Digitimes Research.

Amazon had been in talks with Taiwan-based handset ODMs for the production of entry-level Fire Phones prior to the release of the current Fire Phone.

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